Coolabi's #ClangersforKindness campaign sweeps the UK

Robert Hutchins

By Robert Hutchins

December 19th 2016 at 10:25AM
Coolabi's #ClangersforKindness campaign sweeps the UK

Coolabi Group has been working with Kindness UK, the benchmark organisation for unbiased information about kindness.

The #ClangersforKindness campaign has swept the nation, reaching millions of UK consumers.

The brand communication has integrated TV and radio advertising, YouTube, PR, sponsorship, social and blogger interaction and has been encouraging Clangers fans to Be a Kindness Star, suggesting how they and others can easily become Kindness Stars through every day actions.

Coolabi Group has been working with Kindness UK, the benchmark organisation for unbiased information about kindness.

To date, over 10,000 kindness wishes have been made and the #ClangersForKindness hashtag has had a reach of two million.

As well as promoting kindness in the lead up to World Kindness Day, the campaign has been creating awareness about the Clangers brand and products during this key selling period.

Two video ads, one brand and one product, and two toy unboxing films were released with views to date across Facebook and YouTube reaching almost two million.

The TV campaign was seen by over three million children, including 1.2 million of the key audience demographic of mums with children aged 0 to three years.

The radio campaign ran across 80 stations, including Heart FM and Magic FM in the lead up to World Kindness Day,with a combined reach of over 15 million and generated an estimated 500,000 competition entries in total.

The Mumsnet campaign centred around a discussion on kindness and a competition on the site had nearly 5000 entries, which is double their usual numbers. There was a reach of over 3.7 million unique users on Mumsnet, showing it truly resonated with their members.

Blogger outreach alone drove 14,000 competition entries, with all posts supporting the ‘Be a Kindness Star’ strand of the campaign .The Gingerbread House received the most entries and has an example of the great wishes being suggested.

To inform the campaign, Clangers commissioned a piece of research into kindness, with One Poll, and child development expert Dr Jacqueline Harding, surveying families of pre -schoolers to find out more about how to nurture kindness.  

The findings were released to the press and gained coverage across national and regional press, achieving a combined reach of over 36 million with pieces in the Daily Express and Daily Record, plus key parenting titles like Junior. In addition, product PR has been supporting sales and Clangers product recommendations have also featured in the national press.

Toy product sales are already outperforming 2015 sales at key retailers Boots and Toys R Us.  The campaign continues across PR and social and is the pinnacle of an incredible eighteen months for the acclaimed pre-school series. The Clangers series has won multiple television awards, including a BAFTA, consistently hit No.1 in the ratings and launched 52 brand new episodes of the series on CBeebies.

Michael Dee, director of content, Coolabi Group, said: “This campaign has proved that kindness really is infectious, we’ve been absolutely delighted with the campaign’s engagement and the lovely comments and kindness wishes people have shared. Kindness is an integral part of the Clangers brand and will be a continuing campaign theme for 2017.”